How to Optimize for Facebook Paper

Paper makes the newsfeed on Facebook prettier. But only if you have an iPhone. Now, when your uncle shares his crazy conspiracy theories, you at least have something nice to look at. But only if you have an iPhone.

Of course, now that every social media “expert” has had less than 24 hours to use the app, they all have opinions and best practices on the app based on their thorough understanding of consumer behavior. They’ll also tell you how it’s going fundamentally change show people use Facebook.

Because their iPhones tell them things the rest of us will never know.

Well, I’m going to beat them to the punch. Here are my tips for optimizing your Facebook posts for Paper:

Don’t optimize for Paper.

Paper is one day old. It’s only available on iPhones. The only people using it now are total nerds.

There’s likely to be lots of changes to how Paper serves content over the coming weeks and months if it catches on. And that’s a big if.

You can wait a few weeks to see if Paper catches on. In the meantime:

Produce great content.

Tell meaningful stories.

Have honest conversations.

Those actions will always get attention, regardless of what a newsfeed looks like.